Page 118 - Visual Marketing

45. A Campaign That Really Knocks Your Socks Off: Appealing
to Customers’ Comfort Evokes Emotion and Differentiates a
Commodity Business

The Lorden oil com-
pany found a way to
get a leg up on the
competition with its Knock
Off Your Socks visual promotion. Images of extremely colorful socks
in loud patterns adorn the company’s oil trucks in an integrated
campaign that featured print advertising, direct mail, telesales, and
e-mail marketing promotions. As a family-owned and -operated
business, Lorden has been delivering heating oil to homes in north
central Massachusetts and southern New Hampshire for more than
70 years. Since consumers have low interest in changing their home
heating provider, Todd Baird, vice president of strategy for Phillips
Design Group, says he knew his company had to find the emotional
connection to compel people to switch.

97 V I S UA L M A RK ETIN G